Make use of popular movies to promote marketing wind water as the king

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Under the embattled of the global financial crisis, the movie entertainment industry has gone red, "why is this, howling?" Consider history, the Great Depression is Hollywood's mother, the "lipstick effect" of the magic of the entertainment industry, especially the film will shine. Communication Master McLuhan said that the media is information! The true meaning of bare media, but also unlimited extension of the Marketing advertiser's thinking: when more and more audiences by the film "Siege", the film itself the media value will be greatly enhanced. And the other end of the balance of consumers in the traditional advertising bombing, has become absent-minded, "The Voice of advertising, sound not in the ear."

Smart marketing people naturally did not let this opportunity, so from the "Transformers", "Chibi" to "the founding of the Great Cause", "wind" full display of fists, a time movie marketing wind water, followed by the flock.

The cooperation between business owners and the film media is constantly changing, from hard patches, premiere public relations activities, to soft implants, plot customization, to guise licensing cooperation and ground promotions. But obviously in the Great Leap forward of movie marketing, mixed and academics. Some cases waste a lot of money and high-end scarce film resources, and some cases can be very good publicity corporate appeal, but not to arouse the audience's disgust. Network integration Marketing expert Liu Dongming that the true meaning of movie marketing lies in "originality is King", with creativity as fulcrum, four dials of heavy, ingenious squeeze movie marketing value, obtain excellent ROI. At the same time must grasp the "relevance principle": "Network integrated marketing Weapon Spectrum" a book in the study shows that, Online games can be said to be embedded in the film marketing brother, can learn from each other. If in the brand, the product two latitude control good correlation, can let the marketing effect ferment n the second side this article, will the movie marketing six kinds of main way analysis, to see how uses the creativity to play the good movie marketing six Hyun Qin.

1, Film patch ads, "poison" or "dessert"

Directly to the audience to promote the brand and promotional information, and the audience is sitting in the theater to watch ads, a no remote control, two high costs who will not waste these minutes not to enjoy audio-visual. According to the survey, film patch advertising reach rate can reach 97.4%-100%. Because in addition to a series of product information, but also to bring visual, auditory unlimited enjoyment, so that the goodwill of the ads increased. Before the opening of the film, the brain is in a state of excitement, a few minutes of advertising, like the "appetizer" before the feast, so the audience will not be too rejected. This kind of advertisement with blockbuster once broadcast, the dissemination speed is extremely fast, hundreds of cities, dozens of courtyard lines synchronized release, the scale is considerable. In order to improve the effectiveness of communication, enterprises can also provide bonuses, prizes, to carry out "watching the film winning" SMS Interaction.

However, the issue to be noted is that the ad is a "double-edged sword", if more than the audience limit, may be "appetizer dessert" into "poison." This year 420 million yuan box office "popular King" "Transformers 2" set a record: According to statistics, in the screening hall after the Lights Out, "Transformers 2" can be in the screening before the "Hitch" 30 merchandise advertising, total time consuming up to 22 minutes! This may arouse the audience's dislike. Of course, the antidote to this problem is also some, that is, "creativity." SMD advertising itself is very interesting, can be very effective to seize the audience's eyeballs, if the advertising and the film itself as wonderful, everything will no longer be a problem. Of course, this brings a very high challenge to the advertising creative planners.

2, implanted advertising, passers-by a or "male n"

This is a very popular category, the product and corporate information hidden in the movie plot and screen, to achieve a subtle publicity effect, so that the audience more easily accepted. It is better to tailor the plot for a corporate brand or product, or to graft a major actor's career hobby.

The same is the recessive implantation, but also has the difference, but the creativity is the watershed. "Non-interference in the sincerity," the bald-headed ge to sing a line: Xixi, and left. The degree of integration and creativity is obviously more than the merchant bank card "euphemism" "passers-by a" appearance more lethal. Of course, the author most respected is the "mobile phone" in the BMW Bridge segment: Kwong Yuan students secretly out to play, 12 girls with a BMW car back to school was caught, fan criticized. This passage in the humor at the same time the BMW interior space for the spacious performance of the incisively and vividly, the audience is very deep, reflecting the product's selling point demand.

3, film image use authorization, "oil-water mixing" or "harmony"

Enterprises and the production side to obtain image authorization, the use of film theme visual elements of their own propaganda needs to clip TV ads, production plane, network advertising, product packaging, for image promotion and promotional activities. Including the use of plane licensing, network licensing, use of audio and video licensing. such as "Gold a" and high-end home decoration brand East-yi-sheng Cooperation in the release of advertising, is the most influential one. In the night of the national large and medium-sized cities in the outdoor, road signs, newspapers and magazines, spectacular can be called "full country with gold a".

This year's 60 anniversary of the founding of the film, the Circle unanimously praised the "founding of the Great cause" and "wind" of the two films have found the authorized in-laws: "The founding of the Great Cause" and Gillian classmate endorsement of the phone to reach a cooperation, "wind" and high-end home decoration brand East easy to reach But comparing the two posters, stand out. "The founding of the Great Cause," the poster, the film and mobile phones are abruptly placed together, the picture of the two separate, fragmented, like a cup will be mixed with oil and water, but the boundary is clear. As an audience, it's hard to remember the brand of a mobile phone.

East Yi Sheng is promoting the annual climax activity called "Wind Water": is aimed at high-end home target crowd, the introduction of easy to learn the master of Home easy to learn the offline activities. "Wind" movie and East Easy Day Sheng wind water activities overlap, for the use of the film licensing elements such as "harmony", very ingenious integration together.

About the film to the enterprise authorization way also divides into two kinds of ways, one is pays, one kind is the dissimilar industry cooperation resources substitution.

Huayi "Wind" and East Easy Day Sheng cooperation is the replacement of resources, East Yi Sheng did not pay to Huayi, but to Huayi to provide dozens of cities nearly hundreds of stores, more than 500 outdoor, the city's mainstream newspapers, networks, community activities multi-channel advertising resources. Huayi saves a lot of expensive promotion cost, and East Yi Sheng free to win star return, it is a win.

4, the whole implant, pierce the window paper

The program itself is in the introduction of a business, such as the TV series "The first Floor" about Quanjude roast duck restaurant growth process, "great door" and "Big Qing Yao" is the story of the Tong Ren Tong. They are more likely to be accepted by the audience through a complete storyline that fully understands the product or business while the audience tastes the cultural feast. Although the enterprise does not have the obvious promotion behavior, has played the very good propaganda effect. After the TV series broadcast, Quanjude roast Duck restaurant overcrowding, Tongren temple in People's hearts of popularity and reputation greatly improved. In 08, the Home improvement Enterprise Ke Bao, a low-key sponsorship of youth self-help drama "Struggle", the film starring Tao to do building design, mile is home decoration designers, but offline did not do too much with the film related to the theme of promotional activities, did not pierce this layer of window paper. In addition to some professional advertisers/film people understand this matter, ordinary audience do not know. It is a great waste of resources and short to have a good kick.

5. Cultural implantation, smooth and silent

This is the highest level of implant marketing, it is not implanted products and brands, but a culture, through the infiltration of culture, in its cultural background to promote products. Korea TV series "Big Long This" is a typical example. The play uses a lot of space to introduce the production of Korean cuisine and acupuncture methods, as well as Korean costumes, architecture, ethical ethics, these Korean culture imperceptibly left in the hearts of the audience. In recent years a large number of Korean TV dramas, film Into the Chinese market, the cultural implantation of the economic effect is very obvious, such as Korean goods (clothing and cosmetics) hot, a large number of Korean artists to enter the Chinese culture market, and even learn Korean more people, the cultural implantation focus on long-term interests, affect the audience's consumption concept, Thus changing their consumption behavior and ultimately achieving the economic goals of the implant.

6, PR activities, "each opera" or "the same stage performance"

Enterprises in the acquisition of film licensing, began to lead the organization of a variety of extended public relations or promotional activities to make full use of the film's speed and popularity to achieve rapid increase sales performance or brand momentum.

The tour audience meeting, the exclusive press conference and so on, the enterprise can carry on the cooperation landing. such as the event title, site advertising, posters, light boxes, background board, hanging flag, host speech, corporate VIP customer participation.

The movie premiere is a big piece of the most important promotional activities, performing arts industry stars, the media and the community celebrities gathered, but also the company to display their self-image, public relations and publicity opportunities. East Yi Sheng and the "wind" cooperation is set up to participate in the line under the "Wind Water" home Feng shui lectures, you can get Free "Wind" movie premiere tickets. This will greatly increase the customer conversion rate by bundling the consumer with the promotion field offline.

On the ground promotion, some in the store to film blockbuster as a promotional theme, to its image of packaging stores, promotional products, in the store broadcast its corporate advertising trailer VCD, DVD, distributed with corporate advertising film large color cards, catalogs, personalized mail books, calendar and posters, will be in the film props gift packaging for corporate advertising, For promotional gifts. Gome in the "mobile phone" before the hot, will be the end of promotional activities, ground advertising and film patch ads combined, joint film in the major shopping malls to carry out the "buy mobile phones, see" mobile phone, mobile phone "activities, has achieved very good results."

Hundred Good network old white SEO to film marketing friends, recommend practical search tools, query the latest popular movies to promote, the effect of doubling! (SEO tools full version of free Big gift)

Author: Old white seo "How to become old white SEO network Promotion master" http://seo.it2899.com reproduced please specify the source! Thank you.